What if I told you that more than half of Americans still turn
to television for current events? Are you shaking your head is disagreement?
Most THINK internet is where people get their news. Here are the facts: 55%
turn to TV and only 21% turn to the Internet. For now, TV reigns supreme in the
news world, for all age groups.
So what does this mean for marketers?
Let’s start by how the world experiences TV, because it has
fundamentally changed. We no
longer watch TV as a silent partaker, rather as an
active contributor. When people watch something on TV, they like sharing the
experience; 32 million people in the U.S. last year tweeted about TV programming. Marketers are realizing
they can join together in this new consumer behavior. The idea is not to
compete with social media, but to use it so that televised shows, events, and
advertising campaigns win more audience,
and audience participation, with social media. The reason some commercials go
viral: Companies are connecting with viewers on multiple platforms.
More and more TV ads include a call-to-action to social media or a hash tag
to start conversations and seek consumer involvement — extending the story
beyond the thirty-second spot. With that said, TV advertising is not dead; it
is evolving into a stronger, more efficient marketing tool.
It seems I am professing my love for television advertising. It
all starts with that thirty-second spot; BUT not as the sole medium for all of
your advertising. I have a love for all advertising- traditional, mobile, radio, etc. I am just
saying TV advertising is not going anywhere anytime soon.
